Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Cleaning Habits market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report examines consumer attitudes and behaviors toward
household cleaning, including who is primarily responsible for
cleaning and who shares this responsibility with others. It also
identifies changes in the frequency of using different cleaning
products, consumer interest in household cleaning innovations,
and consumer purchase drivers for household cleaning products.

What you need to know

Changes in consumer behavior have directly impacted
the household cleaning products market. As people have
demonstrated greater interest in themes such as wellbeing,
sustainability, and gender equality, their attitudes toward different
categories have evolved. In addition, Brazil’s economic difficulties
have led consumers to make tough decisions regarding their
shopping lists and seek out different product formats based on
price and/or benefits.

Expert analysis from a specialist in the field

Written by Marina Pagel Ferreira, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Sustainability is the keyword for the household cleaning products market. Many brands have adopted an eco-friendly approach, either through natural ingredients, chemical-free formulations, or recyclable, reusable, and biodegradable packaging. Changes in consumer behavior, however, also open opportunities for innovations in terms of fragrance, format, and positioning.Marina Pagel FerreiraHousehold & Retail Analyst

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What's included

What's included

Databook

Executive Summary

Infographic Overview

PowerPoint Presentation

Report PDF

Previous Editions

Table of contents

Table of contents

Overview

What you need to know

Definition

Executive Summary

Challenges

Consumers leave nonessential categories and search for cheaper brands

Consumers are concerned about chemicals and environmental impact

Opportunities

Consumers want products that deliver better value and they seek out discounts

Men’s participation in household chores opens new opportunities

Sustainability can be explored both in terms of products and packaging

Fragrance innovations can appeal to consumers

New formats can help add value to cleaning products

What we think

The Market – What You Need to Know

Aging population generates new packaging demands

Number of people living alone slightly declines

Market Drivers

Women still do most of the household chores, but men’s participation is growing

Figure 1: Percentage of people who have done household chores at home, by gender and type of activity, Brazil 2017

Aging population generates new packaging demands

Figure 2: Purchase drivers for household cleaning habits, total and among those aged 55+, May 2018

Number of people living alone slightly declines

More than 1,000 Brazilian cities at risk of dengue, zika, and chikungunya outbreak

Key Players – What You Need to Know

P&G launches a laundry service to emphasize the attributes of Ariel and Downy products

There is space for eco-friendly products to grow

Marketing Campaigns and Actions

LG is a new player in the Brazilian household cleaning market

P&G launches a laundry service to emphasize the attributes of Ariel and Downy products

Figure 3: Ariel’s laundry service

Vanish modernizes its image using a “digital” language

Figure 4: Vanish Gold talk show – Episode 01

Figure 5: Vanish Gold memes

Veja and Vanish use men as the main characters in their cleaning products ads

Figure 6: Veja Multiuso ad

Figure 7: Vanish ad

Omo Sports focuses on sport clothes

Figure 8: Omo Sports campaign

Fofo relaunches product aimed at children with safety seal

Figure 9: Fofo Amaciante Cheirinho de Bebê (Laundry Softener)

Who’s Innovating?

There is space for eco-friendly products to grow

Figure 10: Launches of cleaning products* positioned as “not harmful to the environment,” by top 3 countries and Brazil, 2017

Innovations in cleaning equipment can appeal to those who no longer rely on professional services

Figure 11: Top 5 claims of cleaning equipment, global, 2015-17

The Consumer – What You Need to Know

Brazilians are buying fewer air fresheners (eg Glade)

Greater use of products without chemicals by women opens space for natural ingredients

Convenient formats can improve the image of stain removers

Aromatherapy can appeal to consumers who enjoy cleaning the house

Demand for house detergents that can also be used to wash clothes boosts new multifunctional segment

Household Cleaning Products Purchase

Brazilians are buying less air fresheners (eg Glade)

Figure 12: Household cleaning products purchase, May 2018

Multipurpose products can explore the idea of saving time

Figure 13: Household cleaning products purchase, May 2018

Figure 14: Qboa multipurpose line of products with antidust barrier

Liquid laundry detergent in a concentrated format combined with softeners will appeal to women

Appendix – Correspondence Analysis

About the report

This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.